Standing Out at AUSA
Overview
The Association of the United States Army (AUSA) is one of the largest gatherings of defense professionals in the world, attracting military leaders, industry innovators, and decision-makers. In this competitive environment, Lockheed Martin needed to showcase the Sentinel A4, an advanced air and missile defense radar system designed to detect, track, and communicate threats in real time.
The goal was to create an exhibit that sparked conversations, build connections, and drive new business opportunities. With the Sentinel A4’s cutting-edge capabilities often intangible—such as its ability to sense threats and share critical data quickly—our task was to visualize these benefits in a way that resonates with the audience.
The exhibit needed to go beyond simply displaying the physical radar. By using scenario animations, we aimed to demonstrate the Sentinel’s value in action—highlighting how it performs in real-world environments to enhance situational awareness, protect assets, and ensure mission success. This approach allows attendees to fully understand the radar’s unique sensing and communication abilities, putting its capabilities into meaningful context.
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Immersive Interactive Experience
We created a 15x7ft LED screen that brought the Sentinel A4 to life, showcasing its capabilities through dynamic, real-world scenarios. An interactive touchscreen complemented the display, allowing attendees to explore the radar’s features in detail—independently or with guidance from subject matter experts (SMEs).
These elements were integrated into the booth, drawing visitors in and encouraging engagement. The touchscreen provided an intuitive, hands-on experience accessible to both industry experts and general attendees. The content was designed to be clear and impactful, making the Sentinel A4’s innovations easy to understand and appreciate.
Engaging and Effective
The exhibit delivered measurable impact at AUSA, drawing attendees into conversations and leaving a lasting impression. The immersive LED visuals and interactive touchscreen created an engaging environment where visitors could explore the Sentinel A4’s features with clarity and ease.
The exhibit’s innovative approach set it apart from competitors, reinforcing Lockheed Martin’s position as a leader in defense technology. Feedback from the client highlighted the booth as one of the most creative and impactful at the event, exceeding expectations. By effectively connecting attendees to the radar’s real-world value, the project successfully supported Lockheed Martin’s goals of fostering new relationships and driving future business opportunities.
Analytics: Proving the Impact
- 85 New Business Interactions: This included 12 international leads, highlighting the global appeal of the Sentinel A4 demo.
- Media Attention: The exhibit was featured in press releases and prominently highlighted during key show interviews, amplifying its visibility.
